Part one evolution
This presentation is the property of its rightful owner.
Sponsored Links
1 / 29

PART ONE EVOLUTION PowerPoint PPT Presentation


  • 105 Views
  • Uploaded on
  • Presentation posted in: General

PART ONE EVOLUTION. CHAPTER ONE DEFINING PUBLIC RELATIONS. Markers of Public Relations Growth. United States growth: 200,000 U.S. public relations professionals Employment growth increasing faster than average through the year 2010

Download Presentation

PART ONE EVOLUTION

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Part one evolution

PART ONE EVOLUTION

CHAPTER ONE

DEFINING PUBLIC RELATIONS


Markers of public relations growth

Markers of Public Relations Growth

United States growth:

  • 200,000 U.S. public relations professionals

  • Employment growth increasing faster than average through the year 2010

  • The amount of respect and public relations spending are correlated among Fortune 500 companies


Markers continued

Markers continued

  • Education growth:

    • 250 colleges and universities in the U.S. and

      overseas have public relations programs


Markers continued1

Markers continued

  • Government growth:

  • U.S. government large employer of public relations practitioners

  • Includes: Army, Navy, Air Force, and the U.S. Information Agency


Markers continued2

Markers continued

  • Professional Associations Growth

    • Public Relations Society of America (PRSA) has 20,000 members in 117 chapters

    • The International Association of Business Communicators (IABC) has 13,500 members in more than 58 countries.


Markers continued3

Markers continued

  • International Association growth:

  • International Public Relations Association (IPRA) with membership in Latin America, Africa, Europe, and China


Public relations roots provide the foundation

Public relations roots provide the foundation

  • “a democratic society where people have freedom to debate and make decisions—in the community, the marketplace, the home, the workplace, and the voting booth. Private and public organizations depend on good relations with groups and individuals whose opinions, decisions and actions affect their vitality and survival.”


What is public relations

What is Public Relations?

Defining the field


Part one evolution

“Public relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication.”


Defining the field

Defining the Field

  • Many definitions

    1975 commissioned study found 472 definitions reduced to an 88-word definition.

    1980 Task force offered two definitions


Public relations definition by prsa task force

Public Relations definition by PRSA Task Force:

  • Public relations helps an organization and its publics adapt mutually to each other. Public relations is an organization’s efforts to win the cooperation of groups of people.


Marston s four step model encompasses the process

Marston’s Four Step Modelencompasses the process:

  • Research

  • Action

  • Communication

  • Evaluation


R a c e

R-A-C-E

Research–Action–Communication-Evaluation


Two elements that guide the process

Two Elements that Guide the Process

  • Management

  • Action


Sharpe s five principles

Sharpe’s Five Principles

  • Honest communication

  • Openness and consistency

  • Fairness of actions

  • Two-way communication

  • Research and Evaluation


Public relations professionals serve as interpreters for the organization

Public Relations professionalsserve as interpreters for the organization.

Let me show you the way……

Call out


Interpretation for management

Interpretation for management:

  • Philosophies, policies, programs, practices

  • Convey attitudes

  • Communicate truthfully and correctly


Interpretation to management

Interpretation to management:

  • Management has a need to know

    • What the public thinks about the organization and its practices


What recent events have occurred in which organizations were not interpreting public views

What recent events have occurred in which organizations were not interpreting public views?


Publics

Publics

  • Internal

  • External

  • Interdependence

  • Networks

  • Systems


Publics1

Publics

  • Key groups

  • Classification system based on

    • Issue, organization, viewpoint, time,

    • Interest, location, values, lifestyle, relationship


Who makes up the publics at your college or university

Who makes up the publics at your college or university?

  • Clue: Break it down


Why are publics important to organizations

Why are publics important to organizations?

  • Clue: To know them is to please them.


Public relations marketing and advertising aren t they all the same

Public relations, marketing and advertising….aren’t they all the same?


Part one evolution

Marketing and advertising promotes a product or service

Public relations promotes the entire organization.


Functions of public relations

Writing

Media relations

Planning

Counseling

Researching

Publicity

Marketing Communications

Community relations

Consumer relations

Employee relations

Government affairs

Investor relations

Special public relations

Public affairs & issues management

Web site development and interface

Functions of Public Relations


Spin versus public relations

Spin versus Public Relations

  • Differences

  • Issues

  • Implications


How do you answer when someone says public relations equals spin doctors

How do you answer when someone says public relations equals spin doctors?

  • Clue:

Ethics


Competent practitioners

Competent Practitioners

  • Do you have the right stuff?

    • Academic background

    • Technical skills

    • Personal characteristics


  • Login